Probing integrated marketing communications (IMC) in Turkey

Figen Ebren, Philip J. Kitchen, Şafak Aksoy, Erdener Kaynak

Research output: Contribution to journalReview article

3 Scopus citations

Abstract

This article reviews the literature on IMC and then examines its development empirically in Turkey. In this paper, we explore perceptions of IMC derived from a sample of advertising agency executives, and explore how perceptions of IMC within the developing country of Turkey. The main aim of the survey was to explore how agencies implement, coordinate, and evaluate IMC programs, and examine barriers relating to these. Managerial and public policy implications of the study are also offered. Findings underpin global adoption of IMC even in conditions of economic turbulence. Moreover, the findings confirm that IMC (in Turkey) as elsewhere is more related to tactical implementation of promotion than to strategic business development.

Original languageEnglish (US)
Pages (from-to)127-151
Number of pages25
JournalJournal of Promotion Management
Volume11
Issue number1
DOIs
StatePublished - Mar 1 2006

All Science Journal Classification (ASJC) codes

  • Marketing

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